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Consumer Motivation. BMI3C. First…. List the last 10 things you bought that cost over $10 We’ll come back to this list in a little bit. Consumer Motivation. Motivation is the biological, emotional, rational, and/or social force that activates and directs behaviour

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Presentation Transcript
first
First…
  • List the last 10 things you bought that cost over $10
  • We’ll come back to this list in a little bit
consumer motivation1
Consumer Motivation
  • Motivation is the biological, emotional, rational, and/or social force that activates and directs behaviour
  • Which forces motivate consumers to buy?
biological
Biological
  • The most basic motivation
    • these needs are related to the human need for survival
emotional
Emotional
  • Love, sympathy, joy, comfort, anger, fear, affection motivate the consumer to do things that are pleasurable or that protect them
  • In the value equation, the pleasure involved in owning a product = benefits and the effort to earn the money to pay for the product = cost
rational
Rational
  • When the consumer considers convenience, cost savings, safety, warranties, ease of purchase, etc.
social
Social
  • Peer pressure, parents, and guardians can be a strong motivator
  • Celebrities also influence the consumer in the form of celebrity endorsements eg. Clothing, food, drinks, cereal
other theories
Other theories
  • Thorndike’s Law of Effect
  • Consumers are motivated to
    • buy products that produce positive results (pleasure, safety, etc.)
    • avoid buying things that produce negative results (economic cost, emotional cost, inconvenience)
other theories1

G

R

E

Other theories
  • Alderfer’s ERG Theory
  • Consumers are motivated to fill 3 categories of needs
    • Existence Needs
    • Relatedness Needs
    • Growth Needs
  • Organized in a hierarchy – people must satisfy the most basic needs (existence) before moving up
    • Remind you of anything?
other theories2
Other theories
  • Maslow’s Hierarchy of Needs
back to the list
Back to the list
  • Take a look at each of the 10 items you bought
  • Categorize each according to
    • The motivational force(s) that caused you to but it
      • Biological, emotional, rational, social
    • The theory that best explains why you bought it
      • Thorndike, Alderfer, Maslow
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